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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Pengabdian Kepada Masyarakat JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi JAKBS HUMANITIS : Jurnal Humaniora, Sosial dan Bisnis JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI PENG: Jurnal Ekonomi dan Manajemen Journal of Business Economics and Management Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin
Asminah Rachmi
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Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI

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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI SOSIAL MEDIA DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PRODUK AVOSKIN (Studi Pada Mahasiwa D-III dan D-IV Politeknik Negeri Malang) Syafira Endy Adzhani; Achmad Zaini; Asminah Rachmi
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 5 (2025): September
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i5.1303

Abstract

Pertumbuhan industri kecantikan di era globalisasi saat ini terlihat signifikan dari tahun ke tahun yang dipicu oleh kesadaran masyarakat akan pentingnya perawatan wajah. Avoskin adalah salah satu brand skincare lokal yang saat ini digemari oleh masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (E-WOM) dan daya tarik iklan terhadap minat beli produk Avoskin pada mahasiswa D-III dan D-IV Politeknik Negeri Malang. Penelitian ini merupakan penelitian explanatory research dengan metode penelitian kuantitatif. Pengumpulan data dilakukan melalui kuesioner, kemudian dianalisis menggunakan regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil analisis diketahui bahwa variabel independen yaitu Electronic Word of Mouth (E-WOM) dan daya tarik iklan secara parsial dan simultan memiliki pengaruh yang positif serta signifikan terhadap minat beli produk Avoskin pada mahasiswa D-III dan D-IV Politeknik Negeri Malang.
Analisis Strategi Pemasaran Online Untuk Meningkatkan Penjualan Pada UMKM Salon Youlind di Kecamatan Wagir Kabupaten Malang Priatma, Yulinda; Asminah Rachmi; Mohammad Maskan
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 5 (2025): September
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i5.1351

Abstract

Online marketing is one of the strategies used by utilizing digital platforms to reach a broader range of customers through social media. This strategy aims to enhance promotional effectiveness and support sales growth. One of the MSMEs that has implemented this approach is Salon Youlind, located in Wagir Sub-District, Malang Regency, which operates in the beauty service sector. In its operations, Salon Youlind has used social media platforms such as WhatsApp and Instagram to expand its customer reach online. This research aims to analyze and evaluate the potential online marketing strategies to optimize promotions and expand the salon’s market coverage in a more targeted manner. This research was a qualitative study using a case study approach. The data were collected through interviews, observation, and documentation. The data collection involved 14 informants, consisting of the owner, employees, and customers. The data were analyzed using social media metrics, including awareness, engagement, and conversion metrics. The analysis showed that the implemented online marketing strategy led to increased social media interactions, broader audience reach, and had a positive impact on sales growth. Improved content consistency and the optimal use of social media platforms also contributed to greater income stability at Salon Youlind. Based on the research findings, it can be concluded that the Youlind Salon MSME has implemented a more effective marketing strategy. To optimize its digital marketing efforts, the business is expected to enhance its digital competencies, adjust content scheduling, ensure consistency in design formats, and carry out regular evaluations of social media performance as a tool to promote its beauty services.
Co-Authors Achmad Zaini Ade Ismail Ajeng Puspita Maharani Ane Fany Novitasari Annisa Khurotul Mayyasari Ayla Nadratul Widad Bambang Soepeno Baroroh Lestari Cahya Fayyaza Diana Eka Poernamawati Dwi Sudjanarti Fatimah Zahrotul Aminah Galih Putra Riatma Gita Andini Gladies Citra Mahardika Joy Gabriel Elaine Sambo Mahmudatul Himma Mashita Sekar Dewi Mohammad Maskan Mohammad Maskan Muhamad Muwidha Musthofa Hadi Nurtjahjani, Fullchis Priatma, Yulinda Ramadhani, Rafi Achmad Suyono, Achmad Syafira Endy Adzhani Tri Istining Wardani Umi Khabibah Yulis Nurul Aini